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'Integrated video' key to TV's digital transformation, aids cost optimisation

MUMBAI: Ooyala, a global provider of video monetisation technology and services, today published a new report, “The Lifecycle of Content: From Production to Monetisation,” in collaboration with Futuresource Consulting, a specialist research and consulting firm for media and entertainment industries. The findings show content providers will seek integrated video solutions to minimize costs, streamline processes and provide growth opportunities at every step in the video lifecycle.

The research, which included input from both traditional and new media operators across multiple geographies, identifies common concerns and challenges due to the new era of TV and its digital transformation to over-the-top (OTT) delivery. All participants agree OTT is necessary to match audience demands and grow video businesses, however, it also cites new pressures on finance and resources. Primary challenges include:

The integration of, and interoperability between, new and legacy infrastructure
* The need to produce more with limited or no increase in investment or ongoing spend
* The management and distribution of an ever-rising number of OTT video endpoints
* The lack of standardisation and automation of metadata
* The underutilisation of metadata to improve experiences, enable personalisation and, subsequently, achieve greater monetisation

Futuresource finds fully optimized integrated video solutions that connect disparate systems and workflows is essential to reduce the mounting pressure from OTT. Operators will seek greater efficiencies and economies of scale at every step in media operations—from production to distribution. Respondents are turning to automation for improved productivity across production workflows and metadata insertion. Further, greater data collection from OTT viewing will reduce risk in content investments, as acquisition and commissions are more tightly aligned to consumers’ viewing preferences.

“Due to the many hurdles to still overcome, most media and broadcast organizations are not yet fully realizing the potential of integrated video solutions and automation,” said Head of Broadcast Technology at Futuresource Consulting, Adam Cox. “The continued rise of multi-platform content delivery is placing ever greater pressures on operations. Therefore, a successful approach to absorbing initial investment and operating costs, in addition to seeking alternative monetization strategies, is imperative.”

“The report is indicative of the sheer complexity that content providers face in today's world of global audiences, global operations and global opportunities,” said Ooyala Co-founder and SVP of Products and Solutions, Belsasar Lepe. “Achieving greater productivity for our customers is top of mind so they can maximize their resources and revenue, without letting scale burden their operations."

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